BY: LINDA FORMICHELLI
Well, then. What about direct? Given the way that consumer empowerment and digital technologies are changing the world of marketing, how will direct evolve so that it plays as vital a role in the future of marketing as it does right now?
In the broadest sense, direct marketing …
BY: MIKE BOYLSON, Chief Marketing Officer
As I look at our overall marketing, the more it becomes clear that customers are in control. Many of the mass-marketing vehicles like print and TV have become less effective because …
BY: christopher caggiano
Here’s the marketing mantra of the new millennium: It’s all about the ROI. Although direct mail has always been at the forefront of measurability, there’s always room for improvement. Well, a new program that …
BY: NANCY ADAMS
If you really want to cultivate a big market, think small.
There are 23 million small businesses in the United States with 500 or fewer employees, constituting 99.7 percent of all businesses, according to the Small Business Administration.
And the best way to reach this $8.6 trillion market, …
BY: MARCIA LAYTON TURNER
Blame it on John Wanamaker. The turn-of-the-century department store icon, who famously wondered which half of his marketing dollars were wasted, started a quest for return on investment that continues to this day.
So far, the results are not pretty. A …
BY: DAN GRANTHAM
When you’re the world’s largest auto maker, your challenges are a little bit bigger. Sales goals? Bigger. Income targets? Bigger. Marketing budgets? You guessed it. So, if you can find efficiencies in that marketing budget, a better way to target the …
